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Executive Summary

Industries

Local JournalismNon-profit MediaCommunity Engagement

Major Markets

United States flagUnited States
Canada flagCanada
United Kingdom flagUnited Kingdom

The Oaklandside Top Products

Donate to The Oaklandside
One-Time Donation to The Oaklandside
Monthly Donation to The Oaklandside

Brand Positioning

The Oaklandside positions itself as an independent, non-profit newsroom providing in-depth local journalism for Oakland, emphasizing community voices and systemic investigations, funded largely by reader support.

Customer Sentiments

Customer sentiment is likely highly positive, as evidenced by the significant portion of their budget (25%) coming from reader donations and memberships, indicating strong community trust and perceived value. The focus on amplifying community voices and investigating systemic issues resonates with their civically-minded and socially conscious audience.

The Oaklandside Key Value Propositions

The Oaklandside's key value proposition is providing free, in-depth, and community-centered local journalism that amplifies Oakland voices and investigates systemic issues. It offers a trusted source for critical local information and fosters civic engagement among its readership.

In-depth Local News
Community Amplification
Independent Reporting
Civic Engagement

The Oaklandside SWOT Analysis

Strengths

Strong community trust and engagement.

Diverse revenue model with reader support.

Focus on in-depth, local investigative journalism.

Weaknesses

Reliance on donations for 25% of budget.

Limited geographic reach, hyper-local focus.

Potential for donor influence on editorial independence.

Opportunities

Expand community advisor program.

Increase photo licensing revenue.

Develop more interactive community features.

Threats

Decline in local news consumption trends.

Competition from larger media outlets.

Economic downturn impacting donations and advertising.

Market Growth Stage

Low
Medium
High

Pace of Market Growth

Accelerating
Deaccelerating

The Oaklandside Target Audience

View Details

Geographic Insights

The Oaklandside's audience is overwhelmingly concentrated in the US, specifically Oakland, with negligible international reach. Other countries show minimal engagement.

Top Countries

United States flag

United States

99.5% market share

Canada flag

Canada

0.1% market share

United Kingdom flag

United Kingdom

0.1% market share

Australia flag

Australia

0.1% market share

Germany flag

Germany

0.1% market share

The Oaklandside Audience Segments

Civic-Minded Philanthropists

35-65+ years

Male • Female

Oakland, California • East Bay Area, California

Engaged Urban Professionals

25-45 years

Male • Female

Oakland, California

Community Advocates & Parents

30-65+ years

Male • Female

Oakland, California

Local Business Owners

22-65+ years

Male • Female

Oakland, California • East Bay Area, California

Emerging Engaged Youth

18-30 years

Male • Female

Oakland, California

Social Media Usage Across Segments

Data shown in percentage (%) of usage across platforms

Recommended Marketing Strategiesfor The Oaklandside

Leverage User-Generated Content (UGC)

Encourage Oaklandside readers to submit their photos, stories, and perspectives related to local events and issues. This strategy builds community engagement, provides authentic content, and reduces content creation costs.

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Topic-Specific Newsletter Segmentation

Segment the Oaklandside's newsletter audience based on their interests (e.g., Arts & Community, Nosh, City Hall). This allows for highly targeted content delivery, increasing engagement and readership by providing relevant information.

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Product Benefit Reinforcement in Onboarding

Create a series of welcome emails that emphasizes the value of Oaklandside's journalism, its impact on the community, and how reader donations support its mission. This strengthens reader commitment and encourages recurring donations by highlighting the unique advantages of supporting local news.

Learn more

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